Why and How to Use Email Validation

Laurel Slutsky

In a recent post, I shared why email data providers and email validity platforms are crucial to maintaining the accuracy and effectiveness of email execution channels. Today, I want to discuss why and how we use email validation in our own marketing execution (through both Conversational Email and Marketo).  

1. Enhanced Sender Reputation: Validating email addresses from the get-go prevents bad addresses from tarnishing our sender reputation. This proactive approach helps us maintain a strong and trustworthy image in the eyes of email providers and recipients alike. 

2. Reduced Bounce Rate: With an email validation tool, we can quickly identify and remove problematic addresses before hitting send. This reduces bounce rates, ensuring that our emails reach genuine and active recipients. In turn this keeps our campaigns in Conversational Email and Marketo running efficiently and keeps our innbox in a healthy state!  

3. Cost-Efficiency: By eliminating bad email addresses, we optimize our resources and focus on engaging with real customers and valuable opportunities. It's a win-win for efficiency and effectiveness. 

 4. Accuracy and Speed: Email validation isn't just a one-time task; it's seamlessly integrated into our record creation process in Marketo, so that we have accurate, up-to-date data that powers our marketing efforts with precision and speed. 

  

But wait, there's more! Our email validity tool goes beyond a simple pass or fail. It categorizes emails into different statuses based on criteria: 

• Accept-All (Risky):  These domains always claim emails are valid, but they might have spam filters that can cause issues. Proceed cautiously, following the “Bounce House” rules. 
• Roles Address (Risky): While valid, role addresses may not perform as well as individual ones. While still safe to email, keep an eye on bounce rates.  
• Disposable (Risky): These emails are temporary and will self-destruct. Mark them as invalid or delete them if not synced with SFDC. 
• Unknown (Risky): The email seems good, but the domain isn’t responsive. You can still email them, following bounce rules.  

   

 So, what's our process for email validation when new records enter the scene? It's all about staying proactive and efficient: 

1. Record Creation: As new records flow in from various sources, our email validation tool springs into action, flagging and categorizing addresses based on their validity and risk factors. 

 2. Status Check: Each email is analyzed based on our email validation tool’s criteria, helping us understand its deliverability and potential risks. 

3. Action Plan: Depending on the email's status, we take appropriate actions like marking as “safe”, monitoring bounce rates, or flagging for further review. 

 By integrating email validation seamlessly into our workflow, we ensure that our email communications are not just sent but delivered, read, and acted upon by our target audience. 

In conclusion, email validation isn't just a technical process; it's a strategic asset that keeps our communication channels clear, efficient, and impactful. So, next time you hit send on that marketing campaign, remember the power of a validated email list behind it.  

Cheers to clearer inboxes and stronger connections!